We created a ‘Strawberry Cow’ character. He’s not a brand mascot but rather a regular guy who is a huge fan of the product’s great taste.Strawberry Cow travelled all across the country using inventive and funny ways to persuade people to try the product for themselves. Strawberry Cow characters showed up everywhere: on the street, in public parks, in offices etc...

More than a 100,000 people participated in the sampling activation.

Online videos of our Strawberry Cow sampling activites have been viewed more than 1bn times and were forwarded massively on Chinese social networks.The brand grew by 16% in terms of sales volume and 26% in terms of sales revenue with a media spend that totalled just 7% of the category leader’s budget.